How to Assess Content Gaps in B2B Marketing

Content Gap analysis is becoming a priority for B2B marketers. Why? Let us find out:

Do you often ask yourself what kind of content will grab your audience’s attention? Of course, there is no standard answer to it. But there is a technique that helps marketers to determine and identify what topics, and what content type as well as which channels they must consider to pull out new leads effectively and rise above the market clutter.

What’s the technique? A Content gap Analysis.

Content marketing channels have become over-saturated, as every marketer is trying to place more content to reach top rankings. Every day, they try to become more competitive than the previous day. To rise above the noise of such an over-saturated industry, it is essential to plan content strategies that are highly customized for your business only.

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Here are a few steps to help accomplish your B2B content marketing goals through a detailed content gap analysis:

1. Identifying the primary goals

What are the common goals of every B2B marketer? Simple: more traffic, better leads, improved search engine rankings, and anything else that will help drive your content marketing strategy and result further. Start your content journey by asking:

• Why do you want to analyze your content?
• What are you trying to achieve through the process?
• What areas do you want to target to improve?

2. Mapping the buyer’s journey

As a B2B marketer, you must have heard about the term ‘mapping buyer’s journey often. But how is it important in filling the content gap? You must understand your customers by identifying their demographics, needs, interests, and so on. The next step is to see how the consumer gets attracted to certain topics. Come up with questions that your customer is likely to ask at each step of his journey.

3. Conduct market research

Once you are done at your end, you should start your hunt in the market. You can do it with the help of interviewing customers, industry experts, and your target audience. You can do it personally or by way of sending our surveys. The feedback added is quite important as it will help you understand how your customers think about your brand.

4. Analyze competitor content

You have your research in hand, and now it is time to see how your competitors are performing in the market. Competitor analysis will help you improve your content to a great extent. Determine where they are outperforming your brand and find out ways to improvise and stay on top of the competition.

5. Fill in the gaps

Now with all the information at hand, it is time to fill the gaps. Create new content and perform 10x better than your competitors.

Performing a B2B content gap analysis results in better content performance. Once the analysis is done right, you will understand the missed opportunities. Next time, you can improvise and offer the best value to your audience.

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Tools for Content Gap Analysis

Performing a content gap analysis is a data-oriented process, and it requires some dedicated time and effort. To achieve this, certain tools like the ones below can help you:

1. Ahrefs

Who said you must be an SEO pro to rank higher in SERP? Simply get Ahrefs and get more traffic. Ahrefs is a popular SEO software that you can use to manage competitor research, keyword research, backlink tracking, and rank tracking.

2. SEMrush

SEMrush is an all-in-one marketing platform, but it is a great tool to boost your content market efforts. The platform helps in keyword research and finding online ranking data. It helps to create content that ranks:

• It helps you find topics that resonate with your audience.
• Helps audit and improve content based on real-time metrics.
• It offers actionable tips to create SEO-friendly content.
• Easy to track brand mentions and content reach.

3. SimilarWeb

Headquartered in Tel Aviv, SimilarWeb offers insights behind the scene. Trusted by brands such as Adobe, PepsiCo, Adidas, The Economist, and more, SimilarWeb will help you carve out all the information regarding the content and help you improvise in the future.

4. Answer the Public

Answer the Public is an excellent tool to understand the kind of questions people generally ask on the internet. By searching for your brand and products, you can find how people search for similar products and services on the internet.

Final Word

A B2B content gap analysis is the best way to point those missing gaps in the current content strategy and fill the lacunae in due time. Further, the analysis helps to discover new opportunities for generating more traffic and leads to achieving business goals.